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Hello           by KarminSound Brading Final: Part II // Creative Executions     Brian Mahlstedt // 12.19.12 // Fall 2012
execution idea 1  Use Karmin’s amateur beginnings  as a platform to promote Hello by  releasing a “pre-production” EP.  > ...
execution idea 2  Utilize the song title’s in Hello to  create a quirky messaging app for  mobile.  > Hello’s lyrics are g...
execution idea 3  Host an “amatuer hour” competition  on Google Hangout with Karmin as  the judge.  > Host competition onl...
execution idea 4  Reveal Karmin’s inspiration behind  Hello through the industry’s first  ever “IEP” (inspiration EP).  > ...
final execution decision        The “Pre-EP” Use Karmin’s famous amateur beginningsas a platform to promote Hello by relea...
what is a “Pre-EP” ?          Before          this album          was          produced,                       there were ...
what is a “Pre-EP” ?- iPhone recordings- lyrics written on napkins- original titles- first performance debuts- at-home stu...
what is in a “Pre-EP”?               Pre   The Pre-EP is made up of 3,               LP                       never-releas...
PreEP                   music      - List songs in the same order as released EP so that      people familair with the alb...
PreEP                recordings      - Include voice memos, phone messages, iPhone      recordings that created a song’s f...
PreEP              visual content      - Multimedia visual content including self-recorded      videos, original lyrics co...
why launch the first Pre-EP?                Exteneded amatuer hour                People loved produced work, but the stri...
why launch the first Pre-EP with Karmin?                                Trust          Karmin’s YouTube success exposed th...
why launch the first Pre-EP with Karmin?                         Reputation          Karmin has lived in the amateur spotl...
Where would a Pre-EP be available?                  Free Download +                     Donation           Listeners can d...
Goals of the Pre-EP                  Promote Hello months                     after it’s release.            Embrace the a...
Thank You
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Karmin Creative Recomm

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Karmin Creative Recomm

  1. 1. Hello by KarminSound Brading Final: Part II // Creative Executions Brian Mahlstedt // 12.19.12 // Fall 2012
  2. 2. execution idea 1 Use Karmin’s amateur beginnings as a platform to promote Hello by releasing a “pre-production” EP. > Position Karmin as a music group that embraces the sound of their album, before they even get it to a recording studio. > Create an EP made of original recordings (with their original lyrics), first-time live performances, alternative song titles, etc. Goal = Use amateur sound to add a new layer to already released work. page 1
  3. 3. execution idea 2 Utilize the song title’s in Hello to create a quirky messaging app for mobile. > Hello’s lyrics are greetings, proverbs & common English phrases, already used in everyday conversation (i.e. Hello & I’m Just Sayin’) > App allows users to clip part of the song to send via MMS/Facebook to their friends in response to conversation they’re having. Goal = Use fun, expressive lyrics as a part of everyday conversation to get people to discover album’s songs. page 2
  4. 4. execution idea 3 Host an “amatuer hour” competition on Google Hangout with Karmin as the judge. > Host competition online where people/groups audition over the Internet, allowing talented individuals to show off their amatuer talent. > Winner will appear in a collaborative single with Karmin, as well as inclusion in some live performances and guest appearances. Goal = Pay a visit back to Karmin’s amatuer roots and promote other Internet talent under the duo’s wing. page 3
  5. 5. execution idea 4 Reveal Karmin’s inspiration behind Hello through the industry’s first ever “IEP” (inspiration EP). > Create a Internet-only playlist release on Spotify that includes all the songs that inspired Hello to show off the many pieces that make up their debut EP. > Encourage listeners and fans of Hello to create and share their own “IEP’s” that inspire them in the work that they do. Goal = Create a new kind of music release that’s collaborative, while showing off what inspired Hello. page 4
  6. 6. final execution decision The “Pre-EP” Use Karmin’s famous amateur beginningsas a platform to promote Hello by releasing a pre-production EP of the album. page 5
  7. 7. what is a “Pre-EP” ? Before this album was produced, there were these: - iPhone recordings - lyrics written on napkins - original titles - first performance debuts - at-home studio sessions - original arangements - mini-keyboards - different producers - alternative song titles - switched lyrics etc. page 6
  8. 8. what is a “Pre-EP” ?- iPhone recordings- lyrics written on napkins- original titles- first performance debuts- at-home studio sessions all the original- original arangements content of Hello + EP- mini-keyboards- different producers- alternative song titles- switched lyricsetc. Pre An LP release of an album’s EP “pre-production” content page 7
  9. 9. what is in a “Pre-EP”? Pre The Pre-EP is made up of 3, LP never-released parts. music recordings visual content page 8
  10. 10. PreEP music - List songs in the same order as released EP so that people familair with the album will follow along the same path as it’s produced version. - Show off original arrangments, what the song sounded like when it was titled something else, alternative lyrics of the released songs, with at least 3 different original versions of each track. - Include final produced version of each track at the end of original versions to encourage comparison. page 9
  11. 11. PreEP recordings - Include voice memos, phone messages, iPhone recordings that created a song’s first spark. - Any original sounds/beats/mixes they created that didn’t make the final cut on the released version. - Include these recordings in between each of the original song versions to break up space between music. - feels like you’re included in their jam session page 10
  12. 12. PreEP visual content - Multimedia visual content including self-recorded videos, original lyrics copied on a restaurant napkin, or even photos that inspired song lyrics. - Adds 3rd dimension of content, not only does it sound like you’re at the jam session, but you can “see it & believe it” too - Allow this to be viewed as downloadable video that runs in sync with the Pre LP so that sound & visual content matches up to tell the whole story. page 11
  13. 13. why launch the first Pre-EP? Exteneded amatuer hour People loved produced work, but the stripped down version catch our attention by surprise. Amatuer is king. Even Jimmy Fallon has featured low production versions of his guests top hits (i.e. ‘Call Me Maybe” + office supplies) Behind-the-scenes Music lovers have a new sense of “behind-the-scenes hunger.” Whether it’s inside scoops on VEVO, Justin Beiber “self-recording” his music videos, or commentary LP released on Spotify, their is a enhanced desire for fans to get under the velvet rope. The humanization of brands With the invention of social media, brands have now taken the role of publishers being forced to interact with their consumers at the best of their story-telling ability. Music groups are no exception of these brands. page 12
  14. 14. why launch the first Pre-EP with Karmin? Trust Karmin’s YouTube success exposed them for who they really were before they had any sort of record deal lined up. They showed the world their amatuer side, and people will trust them to release authentic content. Mastered the amatuer hour Always behind-the-scenes Always up close + personal page 13
  15. 15. why launch the first Pre-EP with Karmin? Reputation Karmin has lived in the amateur spotlight longer than in their current level of stardom. They don’t have an over- produced, insanely successful album all made from autotune. They can really create music. Released a stripped down version of their already released album shows that they’re true to the amateur sounds they first created. Reliving the amatuer hour. page 14
  16. 16. Where would a Pre-EP be available? Free Download + Donation Listeners can download Karmin’s Pre-EP on the duo’s website for free. However, they are encouraged to donate however much they think the content is worth. All proceeds go to organizations that support amateur music programs for kids.Additional availability:-On Spotify, with commercials for music foundations. - Digital handouts page 15
  17. 17. Goals of the Pre-EP Promote Hello months after it’s release. Embrace the amateur side of music that most artists don’t want you to know about. Bring attention to Karmin + their future projects.Long term goal of the Pre-EP Encourage other artists to strip down beyond the B-Sides & become a more “humanized” brand. page 16
  18. 18. Thank You

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